But in 2007, the music stopped. We had lost sight of our shared purpose and our guiding principles, in which growth and success began to cover up mistakes and a disease set into Starbucks. That disease, hubris. We lost our way and believe it or not, we almost lost the entire company.

I had such failure for the first ten years in Silicon Valley. General Magic — over a billion dollars invested in 1990 dollars! Could you imagine what that is today? The best team in the world. We were told we were gonna topple Microsoft and all these companies.

When I lost that 100m final I spiralled. I went quite aggressive. It is an Adam I don't really recognise.

To launch Canva, we needed investment and a tech team. Finding the right people for both took two years but there is always a lot of rejection for entrepreneurs in their early days. But every time we got a hard question or a reason why people wouldn't invest, we stayed focused on what we could change. I revised our pitch deck after every meeting, more than 100 times in one year, to answer the questions or fix the reason for rejection from the last time. You just have to keep going. The normal thing to do after your 100th, 80th or even 20th ‘no’ would be to stop, but you just have to persevere.

Yes, we're showing that. But we're also showing a very important role for face-to-face or even written communication. So, the prediction was that nobody would self-monitor because that's a second level social dilemma, if you go to Game Theory. But, what we've found is that people will, but it can be … people can escalate into, 'I'll punish you, you punish him, mamamamamma,' and it gets worse and worse. So, with communication, where there's an agreement on what is going to be the … what we are going to do. The 'we' then being well-defined, then people can follow rules, be cooperative and, occasionally, sanction one another to help that continue.

Yes, but not with a formula. So there are many, many efforts now to decentralize and they create a rigid formula and give people rules from on top and say, 'Now it's yours.' And that isn't worked very well either. … And, you think about the variety. If you look at a countryside, think of the variety out there in terms of the ecological variety. Well, if people are going to manage ecological variety, no single set of rules will work in a semi-arid versus a tropical-wet region. They have to be different.